On Sunday night, thousands of brands took to social media during the broadcast of the 2014 Oscars Ceremony, striving to get involved in the conversation. Over the past few years, Twitter has emerged as the dominating platform for millions of users to engage with one another by live-tweeting various events. As we highlighted during the Super Bowl, when a national event is televised, brands have a unique opportunity to produce engaging and dynamic content that has a great chance to go viral.
Which Brands Won Social Media During The Oscars?
Local Pizza Shop
— Big Mama's & Papa's (@BigMamasNPapas) March 3, 2014
Perhaps the biggest winner of social media on Sunday night was “Big Mama’s and Papa’s Pizza.” When a pizza delivery guy showed up at the Oscars, social media exploded—This had to be scripted, right? Apparently not. Instead of teaming up with a nationally recognized brand, this local pizza joint got more reach and discussion than ever imagined.
However, that didn’t stop the big-timers like DiGiorno’s or Pizza Hut from jumping into the discussion.
— DiGiorno Pizza (@DiGiornoPizza) March 3, 2014
I really like what Pizza Hut did here, they knew people were watching the Oscars, they knew they had followers. By using a simple, topical tweet, they related to their audience as another person, not as a brand. Remember, social is NOT simply a sales platform.
Did someone say pizza? We got you.
— Pizza Hut (@pizzahut) March 3, 2014
Brand Fails Of The Night
— JCPenney (@jcpenney) March 3, 2014
During the Super Bowl, JCPenney went viral, but for the wrong reasons. Their “Tweet with Mittens” campaign bombed, as thousands of tweets poking fun at the department store circulated the internet, suggesting that “JCPenney was drunk.” They attempted to poke fun at the failed campaign during the Oscars, but saw just 68 interactions as of Tuesday.
— TGI Fridays (@TGIFridays) March 3, 2014
TGI Friday’s attempted to get some engagement using the #Oscars2014 hashtag, but could have done a much better job monitoring the hashtag that saw engagement upwards of 14 million interactions.
Without providing anything to viewers, they simply scrolled right past, as the tweet saw just one retweet and two favorites as of Tuesday.
Twitter Wins Big
— Ellen DeGeneres (@TheEllenShow) March 3, 2014
Most of the Winners/Losers of social media during big events will include brands, but we forget that Twitter is really benefitting the most during them. Twitters usership was on national display when Ellen DeGeneres’ “selfie” went viral, becoming the most retweeted tweet in the history of the app, blowing away Barack Obama’s photo that saw 800,000+ retweets upon his reelection. Ellen’s tweet became the first in the history of Twitter to generate over one million retweets.
DeGeneres’ selfie tweet has received 3.15 million retweets and counting as of Tuesday morning, showing not only the power of social media, but the sheer amount of users that are on the social network during nationally broadcasted events, like the Oscars.